Social Entrepreneurship Final Project “No tires mas comida”

Social EntrepreneurshipFinal Project“No tires mas comida” Group D Constantin Beyer von Morgenstern, Fiammetta Falaschi, Benjamin Graub, Karan Kalra, Mélissa Mellado Ruiz, Wenjia Teng 1

Agenda Market gap - Insight 1 Concept 2 Prototype 3 Iteration 4 Key learnings 5 2

Market gap - Insight • 1/3 of food produced in EU ends up in trash bins • Extensive industrial agriculture wastes & destruction of resources • 1.100.000 people in Spain are having problems to get access to proper meals (caloric and protein needs) • Increase of « community kitchen » services • Bad nutrition increases diseases especially among children • Raising awareness on food waste and motivate people to fight this issue while getting tips to manage their food purchases • Involve homeless people to work for their community and be rewarded with accommodation and proper nutrition • Homeless people having to look for food in trash bins • They need to beg for money of food - No dignifying jobs - • Involve them to serve and participate in their communities while benefiting from it • Improve lifestyle and make them feel useful and appreciated by society 4

How is the food wasted? Supermarket • Product use-date is passed (avoid out of stocks) • Bad planning and management of resources (shape of product is not perfect, lifecycle passed) • Marketing pack of products (people buy more than they need) Food losses in Europe Private brand producers and local farmers • They need to adapt their supply to supermarket (tend to overproduce) • Supermarkets might have special requirements depending on customers taste Restaurants/ Schools • Bad planning to meet customers demand • Cannot afford to run out of stock Families • Bad planning and compulsive purchases • Need to feed everyone (have food constantly ) • Want good product (won’t use food that doesn't have a perfect shape) • They can reuse food excess Individuals • Bad planning and compulsive purchases • Difficult to organize purchases for 1 person 5

How to deal with it? • Social business opportunities • Food banks collect food from supermarkets and wholesalers • Charities and NGOs get delivered with food and redistribute it to local communities • Missions • Raise awareness on food waste and hunger issues • Help people find a way to better manage their food and reduce their waste • Combined way to find jobs/access to proper food for poor people while reducing food wastes in the community 6

Concept Brainstorming • Sensitization of people • Events to raise awareness on food waste • Children sensitization (games and tips to parents) • Personal shopping assistance • Mentor to show people what to buy • Personalized cooking classes • Technology assistance • Application “Mi nevera” to manage food and get reward from supermarkets • Reutilize "food waste" from families • Create a community where people could give the food they are not going to use • Get rewards for giving food • Involve homeless people • Collect and cook wasted food for local communities • Be involved and benefit from it 8

Concept Value Chain Production and Sales in one location Transfer by a network of trained homeless employees. Hypothesis – Efficient and easy to use information system: a) Motivate consumers and other sources to help reduce food waste b) Provide us valuable data to tackle the problem. Production Sales Procurement Transfer by trained homeless employees • Supermarkets • Private consumers • Food Bank •  Online/ Mobile Phone Application • Fruit juices • Smoothies • Smoothie Store • Take-away shop After-Sales • Individual customers get rewarded to the local supermarkets (discounts) for giving food to the organization • Individual customers 9

Concept 1. Procurement • Sources • The main source of procurement are private consumers, food banks, and potential supermarkets • Service Offered • We propose to develop a online network, where information will be fed through a mobile application and by logging into the website. The purpose is to inform our network about food that is fit for consumption at the moment, but will go to waste if not consumed in a few days. • Eg: A family is heading out for the weekend and knows that the food stored in its fridge will have to be thrown away. They just post it on the internet or on the app (and that’s it) • Collection • Our local network of trained employees (homeless/unemployed/poor people) will collect this food by bike from their specific locality and bring it to the production center. 2. Production • Segregation • First and foremost this food will have to be segregated for different purposes. • Cooking • Here we process our collections in order to make it sustain longer and be viable for selling. • Items include, fresh fruit juices and smoothies 3. Sales • Sales channels include take away food shop and a smoothie store 4. After-Sales • By buying at the local supermarket with their fidelity card, customers get their food uploaded directly on their i-Phone application • Customers get discount from the supermarkets and recommendations of food to buy to better manage their purchases 10

Concept Persona Andreu is a homeless young man of 28 year old living in Barcelona • He has been living on the street for 4 years now • His parents are separated and he does not talk to his father anymore • His mother is sick in the hospital and he needs to work to pay her bills and every day needs • He was renting a small apartment in town but his landlord asked him to leave since he could not pay the rent for several months • He is now sleeping some night in the streets and some nights at friend’s flat but his friend is not happy with the situation and would like him to find his own place • Since he is most of the time working to get money for his mother he has not much money left for himself • No money to buy proper food and he is sometimes really hungry • No money to buy appropriate clothes • He tried to get involved in several jobs (barman) • Most of the places where he tried to work now fired him because he sometimes had to leave on a hurry to help his mother and he did not have an appropriate profile (not shaved) • He is now trying to get money on the streets by playing music since his mother offered him a guitar several years ago • He would like to get a proper job and place to live where he could have a shower every day and proper meals 11

Concept Scenario Before using the service Engagement with the service Disengagement with the service After using the service NTMC ! Mi Nevera 12

Prototype Initial Assumptions to be tested Two assumptions of our idea to be tested through prototyping 1. Consumers are willing to buy fruit juice from fruits that could not be sold at the supermarket anymore 2. Individuals are interested in using a smart-phone application to reduce their food-waste – Super-Markets are willing to look into the option. 14

Prototype Prototypingtheacceptanceoffruitjuicesfromfruitsthatcouldn‘tbesoldatthe super-marketanymore 1. Buyfruitsin advanceandsomefreshfruits 2. Make two juices using the two sets of fruits 3. Getfeedback on juices on thestreetsof Barcelona 4. Get feedback from Supermarket and food bank 15

Prototype Key Feedback 》 „No is forbidden to sell it [processed food from food waste]. We transform directly 422 Tm of peaches to juice in august, but its always free for the poor people.“ – Jordi Peix, Food Bank „Part of our food waste goes to charities but the majority is still wasted “ – Silvio Elias, CEO Veritas „ The juices are very similar. I would pay the same price for both“ – Test person on the streets of Barcelona 《 16 16

Prototype Prototypinginterestfor smart-phoneapplicationto manage ownfood • Design application on paper

Prototype Prototypinginterestfor smart-phoneapplicationto manage ownfood • Design application on paper 2. Test applicationon thestreetsof Barcelona 》 „ Wow – this is an amazing idea. I would definitely use it if it were available“ – Test person on the streets of Barcelona 《 18

Prototype Prototypinginterestfor smart-phoneapplicationto manage ownfood 2. Test applicationon thestreetsof Barcelona 3. Getfeedback on applicationideafrom Supermarket • Design applicationon paper 》 „It seems like an interesting idea. However to put this app. Into practice a lot of work and additional resources would be necesssary“ – Silvio Elias, Veritas 《 19

Interview With Veritas Basic Facts on Food Waste At theProducer Level Lots of foodwastecreatedthroughpoor planning and surplus FOOD WASTE Bread: 10%Fruits & Vegetables: 6% Dairy Products: 3%-5%______Overall < 1% of Total Turnover At theSupermarket Level Following the need of consumers to have an abundantamount of food to choose from 20

Interview With Veritas How Veritas Tackles These Problems At theProducer Level Plan with the farmers and suppliersexactlyhowmuchfoodtheywillneed to avoidsurplases and thusfoodwaste. Togethertheychoose the type and amount of seeds to plant. At theSupermarket Level Donate extra food to churches and charities (howeverthere are logisticsproblemsassociated with this, and sometimes the foodis just toomuch). The restgoestowardsanimalfeed. Set up a Food Kitchen:- Employing handicap people to transformthisfoodintomeals - The transformedfoodwillthen be sold in Veritas supermarkets - Following a “zero foodwaste” policy 21

Interview WiththeFood Bank 22

Prototype Key Learnings ApplicationofHouseholds Sellingfruitjuicesfromfoodwaste • Acceptance tested and feedback positive • Reluctance of food banks to supply free food to be sold • Acceptance of super-markets to take part as they already have their own programs • Interest of end-user tested and seen as existing • High costs of logistics • Interesting tool to help individuals manage their food and throw away less • Possibility to finance through super-market collaboration (to be tested) 23

Iteration Service re-implementation according to users feedbacks User ideas for improvements 25

Prototype Prototypinginterestfor smart-phoneapplicationto manage ownfood • Design application on paper 3. Getfeedback on applicationideafrom Supermarket 2. Test application on thestreetsof Barcelona 4. Develop Smart-Phone App on Powerpoint 26

Prototype ApplicationProcess (1/2)

Prototype ApplicationProcess (2/2)

Prototype Prototypinginterestfor smart-phoneapplicationto manage ownfood 3. Getfeedback on applicationideafrom Supermarket 2. Test applicationon thestreetsof Barcelona • Design application on paper 4. DevelopSmart-Phone Applicationon Powerpoint 5. Retestapplication 29

Prototype Key Re-test Feedback 》 „I like the idea – but how could picking up the food ever be economically viable? - Test Person 《 30 》 „This would be very useful for me. I have to throw away food gone bad frequently and would love to help fight a social problem and manage my food better. - Test Person 30 《

Key learnings Project Implementation Project Process • Product Learning • High difficulty to address all three issues (Food Waste, Hunger issues, Keep end user dignity) simultaneously • Necessity to narrow down the scope of social business due to cost and logistical complexity • Food bank reluctance • Design thinking process helpful for idea generation • Interview was important to get first hand professional information/feedback • Good information exchange with other groups 32

Thank you for your attention! 33

Social Entrepreneurship Final Project “No tires mas comida”